GM Consolidates Advertising To 1 Detroit Based Agency

DETROIT - NOVEMBER 18: The General Motors world headquarters complex is shown November 18, 2010 in Detroit, Michigan. GM returned to selling its newly issued stock to the public today as they resumed trading on the New York Stock Exchange. The stock sales are expected to generate approximately $23 billion for General Motors.(Photo by Bill Pugliano/Getty Images)

The General Motors world headquarters in Detroit. (Photo by Bill Pugliano/Getty Images)

DETROIT (WWJ) – Looking to save close to $2-billion in global advertising costs for its Chevrolet brand, General Motors Tuesday announced the formation of a new Detroit-based ad agency that will be responsible for all Chevy advertising worldwide.

Detroit-based Commonwealth, a new 50-50 joint venture combining San Francisco-based Goodby, Silverstein and Partners with New York-based McCann Erickson will employ more than 200 people in downtown Detroit.

“At one point there was as many as 70 (agencies) – doing work for Chevrolet around the world, now there is one,” said Joel Ewanick General Motors Global Chief Marketing Officer.

Ewanick estimates the consolidation will not only create a better brand focus for Chevy, it should save GM close to $2-billion in global marketing costs.

“What we are seeing is a lot of redundancies, and a lot of waste in terms of how we were spending our monies and developing our messages,” said Ewanick. “This will allow us to collectively look at what’s the best way to go to market for any given launch and for the brand in general, around the world under a real common and consistent theme.”

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